Yandex Direct Certification Answers

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Yandex Direct Certification Answers

 

47 Test questions
1 Required topics
Test time 55 min

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How are entry prices for premium placement and guaranteed placement calculated?

The CTR of the ads shown to the right of the search results and in premium placement (for the past month of the campaign) is taken into account.
The CTR of the query when shown to the right of the search results and in premium placement (for the past 28 days of the campaign) is taken into account.
The product of CTR and the quality coefficient is taken into account separately for the entry prices for guaranteed placement and those for premium placement (for the past 28 days of the campaign).

What do you pay for when placing ads on Yandex.Direct?

Days
Impressions
Clicks

Which type of product can be advertised on Yandex.Direct targeting Russia?

Medical equipment and biologically active food supplements.
Whisky and other alcoholic drinks.
Cigarettes and smoking accessories.

How many characters may an ad title and text have?

Ad title - 35. Ad text - 100.
Ad title - 33. Ad text - 75.
Ad title - 35. Ad text - 73.

Which of the following statements about geotargeting is true?

Geotargeting automatically detects the advertiser's region and includes it in the campaign settings.
Geotargeting detects the region where an ad is displayed by analyzing the advertiser's site and connects it to each ad.
Geotargeting lets you target your ads by region and can be configured both for the whole campaign and each ad.

Can you use time targeting to automatically adjust bids at certain hours of the day?

Hourly bid adjustments are not available in Yandex.Direct.
Time targeting allows you to adjust bids only on certain days of the week.
Time targeting allows you to adjust bids at certain hours as a % of your base bid.

Why is there no "View Statistics" link for my campaign in the user interface?

Your ads have not yet been displayed
An system error occurred — there should be a link.
Some ads in your campaign were rejected during moderation.

What happens if you set high priority for all keywords when using an automatic bid management strategy?

Your ads will only appear in premium placement.
Keyword priority will have no effect.
Your ads will only appear on the first page of search results.

What is the applicable period for the Weekly Budget strategy?

The past 7 days
7 business days
One calendar week

Which keywords does Yandex.Direct prioritize if you use the Weekly Budget: Maximum Clicks strategy without setting keyword priorities?

Random keywords.
Keywords with higher CTR.
Keywords with higher search volumes.

You are bidding on the keyword: chocolate +with nuts. Which search query will trigger your ad to appear?

White chocolate +with nuts
Chocolate nuts
Chocolate +without nuts

Ad title: “Orthopedic mattresses”, text: “Orthopedic springless mattresses from Italy! Free delivery! Discounts!”. Which keywords should be used to increase keyword to ad relevance?

orthopedic springless mattress
spring children’s mattress
inflatable bed mattresses

How is CPC calculated for content sites in the Yandex Advertising Network?

CPC depends on the site's content, as well as the number of Direct ads placed on it.
In most cases, CPC on content sites is 0.01 USD.
CPC is adjusted separately for each Yandex Advertising Network site, taking its quality coefficient into account.

A user clicks on all 4 sitelinks in an ad. How many clicks will the advertiser pay for?

Four.
Two
One.

What is CTR on Yandex.Direct?

The ratio of clicks to impressions.
The ratio of quality score to clicks.
The ratio of impressions to clicks.

How can you reduce the minimum CPC for entry into guaranteed placement?

Increase the quality of all campaigns that feature links to the advertised website.
Raise your bids for all the keywords in the campaign to the minimum CPC.
Create a new ad campaign with the original settings.

Where can ads for Related Keywords appear?

In Yandex search results, Yandex.Direct ad search, and on YAN search sites.
Only on Yandex Advertising Network.
Only in Yandex search results and Yandex.Direct ad search.

Which strategy allows you to manage bids for search and ad networks separately?

Weekly Budget
Manual Bid Management
Average CPC

When do/can ads appear on sites in ad networks?

Ads are displayed only when they match user interests and recent searches.
Ads appear when they match the site's content or correspond to the user's interests or recent searches.
Ads appear when they match the site's content.

Where can ads with image extensions appear?

Only on apps and sites that support image extensions if CPC exceeds a certain threshold.
On both search and ad networks (only in premium placement).
On both search and ad networks if CPC exceeds a certain threshold.

1)

How often is CPC information updated in the client interface?

1.  A)  Every 5 minutes.
2.  B)  Every 15 minutes.
3.  C)  Every 30 minutes.

2)

CTR does NOT affect:

1.  A)  The time your ad is displayed.
2.  B)  CPC.
3.  C)  The entry price for guaranteed placement and premium placement.

3)

How do geotargeting settings affect CPC?

1.  A)  Geotargeting has no affect on CPC.
2.  B)  CPC can be different depending on the competition of the region(s) indicated.
3.  C)  Geotargeting increases CPC in all indicated regions.

4)

If an ad's CPC is lower than the minimum search CPC, can the ad appear anywhere else?

1.  A)  Yes, the ad can appear on the "All ads" page and sites in the Yandex Advertising Network.
2.  B)  No, the ad will not appear anywhere.
3.  C)  Yes, the ad can appear on the "All ads" page.

5)

What is minimum search CPC?

1.  A)  The minimum CPC required for your ad to appear in premium placement.
2.  B)  The bid you set for a given keyword.
3.  C)  The minimum CPC required for your ad to appear on the Yandex search results page.

6)

Can you get a click, impression, and budget forecast for a set of keywords?

1.  A)  No, you can only get search volumes using the Wordstat tool.
2.  B)  Yes, you can get all that data for active campaigns using Report Wizard.
3.  C)  Yes, using the Budget Forecast tool.

7)

What is search CPC?

1.  A)  The minimum amount you pay when a user clicks on your ad on the Yandex search results page.
2.  B)  The amount you pay when a user clicks on your ad on the Yandex search results page.
3.  C)  The bid you set for a given keyword.

8)

What will happen if an ad contains superlatives and/or claims comparing the product advertised to its competitors?

1.  A)  The advertiser's page must provide third party research proving the claims.
2.  B)  The advertiser must provide third party research proving such claims.
3.  C)  This ad will not pass moderation.

9)

How many ad groups can a campaign have?

1.  A)  1000
2.  B)  500
3.  C)  100

10)

Can an ad text show prices in a foreign currency (for example, USD or EUR)?

1.  A)  Yes, without any restrictions.
2.  B)  Yes, if the equivalent in rubles is provided.
3.  C)  No.

11)

What are the character limits for text ads?

30.  A)  Ad title 1 - 30. Ad title 2 - 30. Ad text - 30.
31.  B)  Ad title 1 - 35. Ad title 2 - 30. Ad text - 81.
32.  C)  Ad title 1 - 5. Ad title 2 - 30. Ad text - 81.

12)

Can an ad appearing in Russia include English words?

1.  A)  Yes, without any restrictions
2.  B)  Yes, if the ad copy provides a Russian translation.
3.  C)  No.

13)

If you pause a keyword, will its CTR be reset?

1.  A)  Its CTR will remain unchanged for 28 days after impressions stop and will then reset.
2.  B)  No.
3.  C)  Yes, CTR will be reset immediately.

14)

Does the CTR of Related Keywords affect the CTR of the original keyword?

1.  A)  No, it does not affect the CTR of the original keyword.
2.  B)  No, it is used to calculate the entry price for the original keyword.
3.  C)  Yes, it affects the CTR of the original keyword and the ad as a whole.

15)

Can you add a list of negative keywords at the campaign level?

1.  A)  No.
2.  B)  Yes, but no more than 20,000 characters, excluding spaces.
3.  C)  Yes, with up 200 negative keywords.

16)

An advertiser's original keyword list (kitchen, Italian kitchens, Moscow kitchens) suddenly has new additions to it: kitchen -photo -download -build -Italian -Moscow. What happened?

1.  A)  Autofocus notifies that there is a conflict between keyword level negatives and campaign level negatives.
2.  B)  Autofocus added negative keywords to guarantee that ads do not appear for irrelevant search queries.
3.  C)  Autofocus has added relevant keyword suggestions, which can be manually added into the campaign.

17)

How can you upload multiple ad groups into Yandex.Direct?

1.  A)  Via Excel, Direct interface and Commander.
2.  B)  Only via API.
3.  C)  Only via Commander.

18)

What are ad group tags used for?

1.  A)  To create ad templates for dynamic keyword insertion.
2.  B)  To include additional information in the ad text that appears on search results pages.
3.  C)  To organize ad groups and manage them faster and easier.

19)

Can you block your ads from appearing for certain IP addresses?

1.  A)  Yes, up to 25 IP addresses.
2.  B)  Yes, for an unlimited number of IP addresses.
3.  C)  No, you cannot block certain IP addresses.

20)

What happens when a keyword is paused?

1.  A)  its CTR will be reset in a week.
2.  B)  its CTR will be reset in 28 days.
3.  C)  its CTR will be reset in 3 years

21)

How can you get a search query report in Yandex.Direct?

1.  A)  By creating a report in the "Search queries" section.
2.  B)  By creating a report in the "Search queries" section (available only if Yandex.Metrica is installed on the advertised website).
3.  C)  You cannot get a search query report in Yandex.Direct.

22)

Which report(s) can show the number of impressions and clicks by keyword?

1.  A)  In Report Wizard only.
2.  B)  In the Keywords by Day report.
3.  C)  In the Keywords by Day report and Report Wizard.

23)

What can cause data discrepancies between the campaign keyword page and statistical reports?

1.  A)  Statistical reports only show impressions and clicks from the past 28 days.
2.  B)  Statistical reports show the overall number of clicks on your ads.
3.  C)  The campaign keyword page only shows impressions and clicks generated on the Yandex search results page over the past 28 days.

24)

Which reports show the websites and apps where your ads appeared?

1.  A)  The 'By Site' report and Report Wizard.
2.  B)  Only the 'By Site' report.
3.  C)  This data is not available in Yandex.Direct.

25)

How does keyword priority work in automatic strategies?

1.  A)  The higher a keyword's priority, the more likely it is to have higher bids and higher positions.
2.  B)  Keyword priority allows you to easily manage and edit keywords in the Yandex.Direct user interface. It has no effect on bids or positions.
3.  C)  High priority keywords appear in premium placement, medium priority - in guaranteed placement, low priority - in dynamic placement.

26)

Can you change bidding strategies after your campaign has started?

1.  A)  Yes, anytime.
2.  B)  Yes, after the end of the campaign.
3.  C)  Yes, if you have sufficient funds on your campaign balance.

27)

In which case does Yandex.Direct automatically regulate CPC?

1.  A)  Yandex.Direct does not automatically regulate CPC.
2.  B)  If your time targeting settings are correct.
3.  C)  If you select the "Average CPC" strategy.

28)

[tree delivery] is the keyword you are bidding on. Which search query will trigger your ad to appear?

1.  A)  Delivery a tree
2.  B)  Trees floral delivery
3.  C)  Trees delivery

29)

What are stop-words?

1.  A)  words that are automatically added to negatives for brand safety reasons.
2.  B)  function words and pronouns that are automatically excluded from a user search query when selecting ads for display.
3.  C)  words that prevent an ad from being displayed if they appear in the search query.

30)

Ad title: “Chauffeur driven car hire”, text: “A large selection of cars. Courteous drivers. Discounts on limousines!”. Which keywords should be used to increase keyword to ad relevance?

1.  A)  car sales
2.  B)  chauffeur driven limousine hire
3.  C)  taxis

31)

An advertiser uses 'Mobile phones ##!' as an ad title. What will the ad title look like on the Yandex search results page if the ad shows for 'phone' keyword?

1.  A)  Mobile phones phone!
2.  B)  Mobile!
3.  C)  Mobile phones ##!

32)

What are negative keywords?

1.  A)  Words automatically added during moderation to increase the campaign's effectiveness.
2.  B)  Function words that are automatically excluded from a user search query when selecting ads for display.
3.  C)  Words that, if present in the search query, stop an ad from appearing.

33)

You are bidding on the keyword "cotton pillows". Which search query will trigger your ad to appear?

1.  A)  big pillows cotton
2.  B)  buy cotton pillows
3.  C)  pillow cotton

34)

Ad title: “Wedding flower arrangements”, text: “Flower arrangements for your dream wedding! A free bouquet for the bride!”. Which keywords should be used to increase keyword to ad relevance?

1.  A)  free bouquet
2.  B)  wedding flowers
3.  C)  order flowers delivered

35)

Ad title: "clothes for newborns", text: "Cotton and silk clothes for your baby. Low prices. Taganskaya metro." Which keywords should be used to increase keyword to ad relevance?

1.  A)  large size clothes
2.  B)  clothes for teenagers
3.  C)  clothes for newborn babies

36)

“orthopedic mattress” is the keyword you are bidding on. Which search query will trigger your ad to appear?

1.  A)  buy an orthopedic mattress
2.  B)  orthopedic mattresses for sale
3.  C)  orthopedic mattresses

37)

What is the - (minus sign) operator used for?

1.  A)  Adding - before a keyword will result in ads not showing for queries that include it.
2.  B)  Adding - before a keyword will result in ads showing only for queries that include your keyword in exact same form.
3.  C)  Adding - before a keyword displays it in bold.

38)

Where can you add negative keywords?

1.  A)  to each keyword.
2.  B)  to each keyword, ad group and campaign.
3.  C)  to each keyword and each ad group.

39)

Choose the correct statement about moderation.

1.  A)  Moderation involves checking advertising materials to ensure they conform to Yandex Policy and Advertising Requirements.
2.  B)  Moderation is a 24/7 process of moderators manually checking advertising materials.
3.  C)  Moderation involves manual and automatic reviews of advertising materials to ensure they conform to the federal law "On Advertising" and Yandex Advertising Requirements.

40)

Can you stop your ads from displaying on specific sites in the Yandex Advertising Network or partner ad exchanges?

1.  A)  No.
2.  B)  Yes, you can block up to 1000 sites or partner ad exchanges.
3.  C)  Yes, you can block up to 100 sites or partner ad exchanges.

41)

How are retargeting lists used in Yandex.Direct?

1.  A)  For targeting and bid adjustments.
2.  B)  For bid adjustments only.
3.  C)  For targeting only.

42)

How can you restrict spend (expenditure) on ad networks?

1.  A)  There is no way to restrict your spend directly. You can avoid displaying ads on certain sites by blocking them in the campaign statistics report.
2.  B)  You can specify a maximum amount as a percentage of your overall spend and/or set a maximum CPC as a percentage of the current campaign CPC.
3.  C)  You can set the maximum spend as a percentage of your total expenditure on Yandex main search.

43)

How can you retarget your website visitors on search?

1.  A)  You can not make any adjustments for website visitors on search.
2.  B)  You can create a retargeting list for website visitors and then apply a bid adjustment for users in that list.
3.  C)  You can create a retargeting list for website visitors and target users in that list without keywords.

44)

At which level can bid adjustments be set?

1.  A)  At the campaign level only.
2.  B)  At the ad group and campaign level.
3.  C)  At the ad level only.

45)

Which strategy allows you to disable search ads and run an ad networks only campaign?

1.  A)  Average CPC
2.  B)  This is possible with all strategies.
3.  C)  Manual Bid Management

46)

What is necessary in order to use retargeting in Yandex.Direct? Select the most complete answer.

1.  A)  Install Yandex.Metrica, activate ad networks.
2.  B)  Install Yandex.Metrica with active goals or segments on the site.
3.  C)  Install Yandex.Metrica with active goals or segments on the site, activate ad networks.

47)

You have two ads running on ad networks: one with keyword targeting and another retargeting previous visitors to your site. Which ad will appear if a user falls into both categories?

1.  A)  The ad with the highest combined CTR and CPC.
2.  B)  A randomly selected ad.
3.  C)  The retargeting ad, because they have priority.

48)

Which factors are taken into account when calculating CTR for all ad positions on the Yandex search results page?

1.  A)  impressions and clicks on Yandex search results page and the search results page of the Yandex Advertising Network.
2.  B)  impressions and clicks on Yandex search results page.
3.  C)  impressions and clicks on Yandex search results page and the search sites of the Yandex Advertising Network.

49)

Where can ads in dynamic placement appear?

1.  A)  On the first search results page, below search results.
2.  B)  Usually below search results on the second and subsequent pages. If guaranteed placement appears to the right of the search results, dynamic placement is beneath it.
3.  C)  On all search results pages, to the right of search results.

50)

Where can ads in guaranteed placement appear?

1.  A)  On the first search results page, above organic search results.
2.  B)  On all search results pages, to the right of organic search results.
3.  C)  On the first search results page, to the right of or below organic search results.

51)

Which products and services require a guarantee letter if advertised on Yandex.Direct in Russia?

1.  A)  Pyrotechnics.
2.  B)  3D glasses.
3.  C)  Clothes for young children (0-3 years).

52)

How many keywords can an ad group have?

1.  A)  100
2.  B)  200
3.  C)  1000

53)

Can ads targeted for Russia have landing pages in English?

1.  A)  No.
2.  B)  Yes, if the ad text specifies the language of the landing page.
3.  C)  Yes, without any restrictions.

54)

Can you pause one of your existing keywords?

1.  A)  No, you cannot pause keywords. They can only be deleted.
2.  B)  Yes, by turning an "on-off" switch next to the keyword on the corresponding campaign page.
3.  C)  Yes, by adding the keyword to the negative keywords list.

55)

Can you set the start and end dates of a campaign?

1.  A)  You can set only the campaign start date.
2.  B)  Yes, you can set both dates.
3.  C)  You can set both dates, but only when creating a campaign.

56)

How does autofocus work?

1.  A)  This feature automatically disables low CTR keywords.
2.  B)  This feature automatically adds relevant negative keywords to your keyword list.
3.  C)  This feature automatically manages CPC.

57)

Select the correct statement about time targeting.

1.  A)  Time targeting limits the number of clicks at certain hours, and it set at the campaign and ad level.
2.  B)  Time targeting is a campaign level setting that allows you to limit the times when your ads appear.
3.  C)  Time targeting limits the number of impressions at certain hours. This is an ad level setting.

58)

Which of the following statements about negative keywords is true?

1.  A)  Negative keywords at the campaign level supplement, but do not replace those at the keyword level.
2.  B)  Negative keywords at the campaign level replace those at the keyword level.
3.  C)  Negative keywords at the campaign level replace those at the ad level.

59)

Can you choose specific times and days for your ads to appear?

1.  A)  No, ads are displayed around the clock.
2.  B)  Yes, ads automatically run only during the working hours in your vCard.
3.  C)  Yes, by configuring time targeting in campaign settings.

60)

Can you create a template for a custom statistical report in Yandex.Direct?

1.  A)  No. You cannot create a custom report template — reports must be created from scratch each time.
2.  B)  Yes. Report Wizard allows you to save report templates.
3.  C)  Yes. You can create a custom report template on the Request Reports page.

61)

Where can you see the number of impressions and clicks by users in Moscow over a certain period?

1.  A)  In a report on the "By Region" page or in Report Wizard.
2.  B)  In a report on the "Statistics by day" page.
3.  C)  In a report on the "By Region" page.

62)

How does the Weekly Budget strategy work?

1.  A)  It automatically sets higher bids for keywords with the highest CTR.
2.  B)  It automatically sets higher bids for keywords with high search volumes.
3.  C)  It only limits weekly spend. Bids for each keyword are set manually.

63)

"pink shoes for men" is the keyword you are bidding on. Which search query will trigger your ad to appear?

1.  A)  pink shoes for men
2.  B)  pinkie shoes for men
3.  C)  shoes for men

64)

You are bidding on the keyword "leather sofas". Which search query will trigger your ad to appear?

1.  A)  leather sofa for sale
2.  B)  cheap leather sofas online
3.  C)  sofa leather

65)

What is the + (plus sign) operator used for?

1.  A)  Adding + to a keyword will result in ads showing only for queries exactly matching your keyword.
2.  B)  Adding + to a keyword forces prepositions, conjunctions and pronouns (which are normally ignored) to be included in the search query.
3.  C)  Adding + to a keyword displays it in bold.

85)

How does the Weekly Budget strategy work?

1.  A)  It automatically sets higher bids for keywords with the highest CTR.
2.  B)  It automatically sets higher bids for keywords with high search volumes.
3.  C)  It only limits weekly spend. Bids for each keyword are set manually.

86)

"pink shoes for men" is the keyword you are bidding on. Which search query will trigger your ad to appear?

1.  A)  pink shoes for men
2.  B)  pinkie shoes for men
3.  C)  shoes for men

87)

You are bidding on the keyword "leather sofas". Which search query will trigger your ad to appear?

1.  A)  leather sofa for sale
2.  B)  cheap leather sofas online
3.  C)  sofa leather

88)

What is the + (plus sign) operator used for?

1.  A)  Adding + to a keyword will result in ads showing only for queries exactly matching your keyword.
2.  B) Adding + to a keyword forces prepositions, conjunctions and pronouns (which are normally ignored) to be included in the search query.
3.  C)  Adding + to a keyword displays it in bold.

89)

How can you increase your ad's CTR?

1.  A)  Include a keyword in the ad title.
2.  B)  Write the ad text in CAPITAL LETTERS.
3.  C)  Include a phone number in your ad text.

90)

It is forbidden to retarget visitors to certain types of websites like:

1.  A)  banking services
2.  B)  medical services
3.  C)  cross-border delivery services

91)

Can you select which sites your ads will appear on in advance?

1.  A)  No, you cannot select sites in advance, they are selected automatically.
2.  B)  Yes, you should select a number of sites. If these sites are YAN partners, they will be added to your campaign.
3.  C)  Yes, you can select from a list sent to you by your Yandex manager.

92)

How can you get a statistical report on impressions and clicks on content and search sites for a specific period?

1.  A)  Click "Show additional settings" in any statistical report and tick "Search" and "Content".
2.  B)  Such statistics are only available in "By site" reports.
3.  C)  Select "Positions", "Sites" and a time period in Report Wizard, and filter by search.

93)

Where will your ads appear if you run a search-only campaign with ad networks disabled?

1.  A)  search partners.
2.  B)  Yandex search results page and search partners.
3.  C)  Yandex search results page.

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